Richter, Nicole Franziska; Sinkovics, Rudolf R.; … - In: International Marketing Review 33 (2016) 3, pp. 376-404
Purpose – Structural equation modeling (SEM) has been widely used to examine complex research models in international business and marketing research. While the covariance-based SEM (CB-SEM) approach is dominant, the authors argue that the field’s dynamic nature and the sometimes early stage...